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What do you do when you're a longtime Super Bowl advertiser and you want to come back bigger and better than the year before? You make a splash with new products while showcasing the iconic brands that brought you to the party.

"We've learned in the last year that the Super Bowl as a platform to launch innovation was extremely effective," Anheuser-Busch U.S. CMO Paul Chibe told me in a recent interview at the bar at A-B's New York headquarters. "You have this huge audience that is watching that telecast with the intention of watching the commercials, so that brings an intrinsic efficiency to hitting your awareness objectives. As an investor in the Super Bowl, to get the best balance and to get the best return on that investment, is a balanced approach, using it both for continuing to build the equity of our iconic brands and then using it as a platform for bringing awareness to our new innovation."

The company will have a total of four-and-a-half minutes of advertising during the game. Ads for Bud Light, from Translation, will cap the brand's "Superstitious" campaign. Meanwhile, the Clydesdales will be back for Budweiser in a true-to-form, heartwarming 60-second spot from Anomaly.

Two 30-second ads will showcase Budweiser Black Crown, the teasers for which aired during the NFC and AFC Championship games Jan. 20, just prior to the beer's availability. And a 30-second spot will promote Beck's Sapphire, which debuted in stores Dec. 31.

Here Chibe walks us through what we can expect to see from Anheuser-Busch in the game:

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For our full interview on the strategy behind the moves--and why the company's in the game not merely to entertain--watch here: